In the construction industry, winning over a great client is invaluable. Getting a strong, long-term contract can make your business, and missing out on a series of others can break it.
Because of this, marketing is important in the construction industry (obviously.)
That said, the kind of marketing that works in this industry looks a little bit different than what the average person might be familiar with. After all, B2B marketing requires your firm to target a very small group of individuals – not a large portion of the general public.
When’s the last time that you saw a commercial for a fellow construction company? Hopefully it’s been a very long time – that kind of marketing just doesn’t really work in this industry.
Thankfully, there’s a new kind of marketing out there that’s still defining itself: digital marketing.
Surprisingly, this new medium is the perfect fit for the construction industry. When done correctly, it allows a company to target a very specific niche group of people with messaging that’s relevant for them. Here’s how to do just that.
Build a Website
To get anywhere with digital marketing, it’s essential to have a website. Everything else you do online should essentially point back to or focus on your website.
Why are they so important?
Because they are the only space online that you can truly own. As social networks come and go or change their rules, you’ll still have the opportunity to do pretty much anything you want on your own site.
Websites are also important because they are the best and easiest way to get your message to consumers in the most organized and complete way. They’ll come in handy for search engine marketing and optimization as well.
If your company doesn’t have a website or if you’ve let it get outdated, consider how you might re-design it so that appeals to what your target customer is looking for. If a potential customer comes to your site and finds everything that they need to know about hiring your company, they’re much more likely to shoot you an email than if they weren’t able to determine what it is that you do or who you do it for.
Optimize for Search Engines
Search engine optimization is one of the best ways to target a niche audience.
Think of what a potential customer might search to find you. If you’re a general contractor you would want to have your website come up on Google when someone searches “general contractors in [your city]” or something along those lines.
It’s important to come up for terms like this because the general rule is that anyone searching for something like this is already fairly serious about hiring someone. The average person would be fairly unlikely to type this into a search engine just for the fun of it.
The traffic is highly targeted, meaning that those who come to your site are already well on their way to being qualified leads.
But how do you come up in search engine results for queries like this?
By writing comprehensive content that considers the intent behind a search. For instance, in the example we mentioned about general contractors in a given city, the intent behind the search is to find someone that can do the type of project that needs to be done in the area that it needs to be done in. Other considerations that the searcher may have are budgetary restrictions, necessitated time tables, and so on.
To really create a page that satisfies the query, then, it’s necessary to answer as many of these questions as possible and provide information about how to get the rest of those questions answered as well. Since there are so many potential search phrases out there, the key is to find the ones that people are actually searching and create landing pages that are specific to just that query (and maybe a few other queries that essentially mean the same thing.)
Do that, and you’ll have a website that’s much more likely to get found online.
Create an Email List
Almost any construction marketing expert you’d ever encounter recommends building an email list filled with people who might make great customers for your business.
Of course, this advice is great, but actually building an email list can be extremely challenging and does take time. Start by collecting the contact information of people that you already know, work with, or have encountered.
From there, keep on building the list as you learn about more and more people who would potentially find your emails to be relevant.
All that said, be careful to ensure that you do not abuse this list by sending too many emails or anything that they might consider to be unwanted. Depending on which service you use to send mass emails, there’s likely a way that you can get banned from sending emails after a few people report that they came to their inbox as unwanted.
Still, emails are one of the best ways to stay top of mind, so send them to anyone who’s willing to receive them.
Get on Social Media
Social media marketing isn’t just for so called “lifestyle” brands – construction companies should get in on it just like everyone else.
Social media penetrates almost every household in America and many around the world as well. Real estate investors, corporate officers, homeowners, and all sorts of other clients are on social media just like everyone else.
The key to reaching these people is speaking their language and showing them the kind of content that they want to see. Your construction company might never have a hundred thousand followers, but that doesn’t mean that it can’t reach the people that matter most.
What kind of content should you post on social media as a construction company?
That depends on your audience. Some general things to consider are helpful tidbits, funny anecdotes, and links to comprehensive and informative pieces on your website. If you can entertain, inform, or inspire, you’re off to a great start.
Don’t get overly promotional (social media isn’t the place for that) but know that carefully crafted content will help lead people to your website where your sales messaging can start to kick in.